At the heart of Portugal’s Centro Region, a new narrative is taking shape—one told not only through history, heritage, and landscape, but increasingly through the lens of cinema. Under the leadership of Mariana Baptista, Director of the Centro de Portugal Film Commission (CPFC), the region is evolving into a dynamic and film-friendly destination with a bold vision for international collaboration and sustainable growth.

“My journey to becoming the Director of the Centro de Portugal Film Commission is rooted in a multidisciplinary background and a long-standing commitment to the cultural and territorial development of the region,” says Mariana, who began her career as an architect. That foundation in spatial thinking and visual storytelling continues to inform her work, now focused on transforming the Centro Region into a magnet for filmmakers.

Having worked across architecture, cultural tourism, and creative place-making, Mariana brings a rare synthesis of strategic thinking and regional engagement to the role. Her academic training—spanning architecture at ETSAM Madrid to a master’s degree in Cultural Management from ESAD.CR—has enabled her to bridge historical heritage with contemporary innovation. As she puts it, “My skill set reflects a comprehensive and integrated vision—combining architectural heritage, cultural innovation, and place-making strategies—with a clear focus on leveraging culture and creativity as drivers for regional development.”

That vision has materialized in several initiatives, notably her leadership of ART&TUR – International Tourism Film Festival, a proud partner of the IPBN. This annual event, now a mainstay on the global tourism film circuit, not only celebrates exceptional audiovisual storytelling but also serves as a strategic tool for territorial branding. Through ART&TUR, Mariana and her team are “reinforcing the importance of storytelling and audiovisual production in shaping the identity and global perception of territories.”

The reach of ART&TUR has extended well beyond the festival circuit. One of its most successful case studies involved integrating award-winning films into TAP Air Portugal’s inflight entertainment platform, allowing global travelers to discover the Centro Region mid-flight. Mariana views this initiative as a milestone: “We demonstrated the value of cinema as a tool for territorial branding and soft diplomacy.”

You can see the program here and the registration link for the general public here!

While film festivals and content promotion are crucial pillars, CPFC’s broader mission involves deep infrastructure work. “We are leading the creation of a regional platform that brings together all relevant partners and entities involved in filmmaking in the Centro Region,” Mariana explains. This includes municipalities, tourism boards, producers, cultural organizations, and service providers, all working collaboratively to streamline production and enhance regional visibility.

A certified Film Commissioner through the Association of Film Commissioners International (AFCI), Mariana has developed an ecosystem approach to supporting audiovisual production. “My focus has been on developing methodologies to position the region as truly film-friendly. This involves not only logistical support and local partnerships, but also creating a broader ecosystem that welcomes and supports audiovisual creativity.”

This film-friendly ethos extends into community-based projects as well, particularly in low-density areas. Mariana is deeply committed to fostering local entrepreneurship, especially among women, and ensuring that culture-led development remains inclusive and grounded in regional identity.

Engaging with the Irish Portuguese Business Network is part of a broader effort to foster cross-border collaboration and investment. “This interview aims to provide a strategic overview of the Commission’s ongoing work and its relevance within the broader context of economic development, cultural diplomacy, and international collaboration,” she notes.

To that end, Mariana offers a warm and formal invitation to Irish film producers: “Discover the Centro Region of Portugal—a diverse and captivating territory offering exceptional potential for audiovisual production.” From coastal cliffs and mountain ranges to medieval villages and vibrant towns, the Centro Region offers a versatile and authentic canvas for storytelling. And with the CPFC offering dedicated support for scouting, logistics, and partnerships, the region is primed for creative exploration.

“We believe there is significant potential for cooperation between Ireland and Portugal in the audiovisual sector,” Mariana concludes. “We are committed to building lasting relationships that generate value, creativity, and international visibility.”

For producers, creatives, and cultural stakeholders alike, the Centro Region is more than a location—it’s an invitation to tell new stories in a place shaped by history, community, and possibility.